Influencer Marketing Guide: Platforms, Best Content Strategies, and Target Markets

Year 2025, Issue: 16, 110 - 137

Hafize Nurgül Durmuş Şenyapar

https://doi.org/10.32739/etkilesim.2025.8.16.307

Abstract

Influencer marketing has emerged as a central strategy in digital advertising, enabling brands to leverage social media influencers to enhance audience engagement and brand awareness. This study examines the effectiveness of influencer marketing across six major platforms: TikTok, Facebook, Instagram, X (formerly Twitter), LinkedIn, and YouTube. The study employs a qualitative research approach to present the findings in three core dimensions: Influencer Types and Performance, Content Strategy, Marketing Advantages, and Challenges. Key findings demonstrate that campaign effectiveness is highly dependent on the strategic alignment of influencer types and content formats with each platform’s technical affordances and audience culture. TikTok and Instagram are particularly effective for high-engagement, short-form content, making them optimal for viral campaigns and rapid audience growth. LinkedIn and YouTube excel in supporting long-form, educational, and thought leadership content, fostering professional credibility and sustained audience retention. Facebook remains significant for community-driven engagement and interactive formats such as live shopping. X distinguishes itself with real-time interaction and thought leadership, especially in trending and niche communities. The study highlights that nano- and micro-influencers outperform macro-influencers on platforms that prioritise authenticity and community. Macro and thought leadership influencers are more impactful in rewarding expertise and depth. The growing presence of AI-generated and meme influencers on visually and algorithmically driven platforms points to new directions for digital marketing. This research provides actionable insights for brands and marketers seeking to improve their digital engagement, offering a structured framework for influencer marketing strategies. By clarifying the interplay between influencer type, content strategy, and platform affordance, the study supports more effective, evidence-based influencer marketing campaigns. Future research should explore the evolving role of AI-generated influencers and the impact of emerging digital platforms on influencer marketing strategies.

Keywords

Influencer marketing , social media platforms , digital advertising , content strategy , audience engagement

Thanks

This study was presented as an oral presentation at IFIG 2025 12th International Communication Days / Media and Communication Studies Symposium in the Digital Age.

Influencer Pazarlama Rehberi: Platformlar, En İyi İçerik Stratejileri ve Hedef Pazarlar

Abstract

Influencer pazarlama, dijital reklamcılığın merkezi bir stratejisi haline gelerek markaların sosyal medya fenomenlerini kullanarak hedef kitle etkileşimini ve marka bilinirliğini artırmasına olanak sağlamıştır. Bu çalışma, influencer pazarlamanın etkinliğini TikTok, Facebook, Instagram, X (eski adıyla Twitter), LinkedIn ve YouTube olmak üzere altı ana platformda incelemektedir. Bulgular, nitel bir araştırma yaklaşımı ile üç temel boyutta sunulmuştur: Influencer Türleri ve Performansı, İçerik Stratejisi ve Pazarlama Avantajları ve Zorlukları. Elde edilen ana bulgular, kampanya etkinliğinin büyük ölçüde influencer türlerinin ve içerik formatlarının, her bir platformun teknik olanakları ve kullanıcı kültürüyle stratejik uyumuna bağlı olduğunu göstermektedir. TikTok ve Instagram, yüksek etkileşimli kısa video içeriklerinde öne çıkarak viral kampanyalar ve hızlı kitle büyümesi için en uygun ortamı sunar. LinkedIn ve YouTube ise uzun formatlı, eğitici ve düşünce liderliğine dayalı içerikleri destekleyerek profesyonel itibar ve sürdürülebilir izleyici bağlılığı sağlamada başarılıdır. Facebook, topluluk odaklı etkileşim ve canlı alışveriş gibi interaktif formatlarla önemini korumaktadır. X ise özellikle güncel ve niş topluluklarda, gerçek zamanlı etkileşim ve düşünce liderliği ile öne çıkar. Çalışma, özgünlük ve topluluk odaklılık öncelikli platformlarda nano ve mikro ‘influencer’ların makro ‘influencer’lara kıyasla daha yüksek performans gösterdiğini; uzmanlık ve derinlik ödüllendirildiğinde ise makro ve düşünce lideri ‘influencer’ların daha etkili olduğunu ortaya koymaktadır. Görsel ve algoritmik olarak yönlendirilen platformlarda yapay zekâ destekli ve meme ‘influencer’ların yükselen varlığı, dijital pazarlama için yeni yönelimleri işaret etmektedir. Bu araştırma, dijital etkileşimi artırmak isteyen marka ve pazarlamacılara uygulanabilir içgörüler sunarak influencer pazarlama stratejileri için yapılandırılmış bir çerçeve ortaya koymaktadır. Influencer türü, içerik stratejisi ve platform olanakları arasındaki etkileşimi netleştirerek daha etkili ve kanıta dayalı influencer kampanyalarını desteklemektedir. Gelecek araştırmaların, yapay zekâ ile üretilen ‘influencer’ların değişen rolünü ve yeni dijital platformların influencer pazarlamasına etkisini incelemesi önerilmektedir.

Keywords

Influencer pazarlama , sosyal medya platformları , dijital reklamcılık , içerik stratejisi , hedef kitle etkileşimi

Thanks

Bu çalışma İFİG 2025 12. Uluslararası İletişim Günleri/ Dijital Çağda Medya ve İletişim Çalışmaları Sempozyumu kapsamında sözlü bildiri olarak sunulmuştur.

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